data-driven growth marketing: twitter’s secrets to success

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@jaberant 1 #GrowthHacking Framework Data Driven Growth Josh Aberant, CMO, SparkPost

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@jaberant 1

#GrowthHacking Framework

Data Driven Growth

Josh Aberant, CMO, SparkPost

@jaberant 2

Bio: Josh Aberant

CMO

Postmaster

CoFounder

Director of Privacy

@jaberant 3

SparkPost

• Easy way to add email notifications and transactions to your app, website or product • Cloud email API • Built on AWS • Developer focused • Customers include Twitter, Pinterest, Linkedin,

Salesforce, MailChimp, Marketo, Hubspot and 1000s of others

@jaberant 4

Postmaster Role @Twitter

• Early member of formalized Growth team built around acquihires • Mixer Labs, Summify, Fluther, RestEngine & more

• Work on growth surfaces • NUX, RUX, messaging, logged out, SEO, distribution/viral • Provide growth services across enterprise

• Data as a service • Experiments as a service

• Many teams including InfoSec & Trust+Safety consumed growth services

• Led to a lot of security work

• Security discussion is for another day. We are hear to talk #Growth

@jaberant 5

Email & Growth @Twitter

• Twitter is SparkPost Customer

• 1 billion emails/day • Notifications • Tweets you missed digested

• Email was the most successful set of programs in Twitter Growth team • >60 Million users reengaged through email monthly

• Email + user data is really powerful!

@jaberant 6

#GrowthHacking is:

Data and Attribution Experiments

Growth Surfaces

User State Models

@jaberant 7

Growth Marketing Today

1993

CRM + Leads• Silo-ed • Client/Server • Sneaker-net

2006

Marketing Automation• Cloud • Integrated/Sync • Cookie tracking • Customer Nurture • Revolutionary

2017

Data Driven Marketing• Big data • Experiments • User at the

center of everything

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Twitter: #GrowthHacking Case Study

Source: Statista

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Twitter: #GrowthHacking Case Study

Source: Statista

@jaberant 10

@jaberant 11

#GrowthHacking Data Driven Growth

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Awareness

Social

Advertising Demand Gen / Leads Content

Blog

DATADATA

CX / NUX / Onboarding

Virality / Advocacy / Influencer

Expanding Role of CMO & Marketing Team

Events Account Based Marketing

Product Marketing

Design / Creative

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#GrowthHacking = CX Framework

• Doing CX at scale is hard

• How do you have empathy at scale? in the numbers?

• #GrowthHacking for doing CX work at scale

• GrowthHacking is a framework for CX

• Marketing teams building in-house growth skills and processes under the CX umbrella

• Advocating for the user/customer is #GrowthHacking fundamental

• It’s also what CX is all about

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#GrowthHacking = Data Driven Marketing

#GrowthHacking is a capable framework for practicing data driven marketing

• Scale empathy

• Systematic technique to find empathy for your users within your data

• Measure and influence growth surfaces • The whole breadth of user interactions • Acquisition, Activation, Engagement, Retention, Loyalty & Advocacy

(Virality)

• Listening to and co-designing with the users

• #GrowthHacking measurable & repeatable way to get at the essence of what the user wants, enjoys & needs

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Silicon Valley: #GrowthHacking Case Study

While we’ll focus on Twitter, we’ll also look at #GrowthHacking techniques done by other Silicon Valley companies

• Slack

• Pinterest

• Dropbox

• Facebook

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#GrowthHacking Data in Action

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Data and Attribution Experiments

Growth Surfaces

User State Models

@jaberant 18

Data and Attribution Experiments

Growth Surfaces

User State Models

@jaberant 19

@jaberant 20

There’s no magic code

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There is no code. Ultimately growth is a function of the right mix of a product that meet important user needs and tenacious creative data driven execution that leverage principles of growth and often exploits psychological triggers.

— Sean Ellis

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TORNADOS

funnels have become

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Managing Tornadoes

• Breakdown all user mechanics

• Measure & instrument • Attribution

• Experiment to improve

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#GrowthHacking is getting users hooked on your apps & products

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More scientifically...

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#GrowthHacking = Science

Growth Hacking is a framework to study how users engage so as to give them a more meaningful app or product that they'll want to use & share.

If you want to build apps or products that people are hooked to then make growth hacking core to your marketing.

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To Grow

• Instrument & measure • Observe & understand

• Innovate through experimentation • Try things • Optimize things • Throw out what doesn’t work, do what does

• Be a champion of the user

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Experiments

@jaberant 29

Data and Attribution Experiments

Growth Surfaces

User State Models

@jaberant 30

Experiments are what make #GrowthHacking scientific

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Experimental Results = User Insights

Through experiments we use real world data that to generate user insights that are fed into the enterprise

• Empathy

• Real honest to goodness empathy

• Thinking like the users think

• Understanding essence of users environment, tasks & goals

• Living in the world of users & enhancing their experience

This isn’t just polling & surveys - experiments enable to see what users truly do when changes are made.

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Experiments Made Easy

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Experiments Made Easy

Test Group

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Experiments Made Easy

• Run the change on the test group • Leave the rest alone (they are the control) • Measure the change in the metrics you care about

Test Group

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The 1% Experiments

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#BeingDataDriven - 1% experiments

Life inside a data driven organization

• Anyone can do a 1% experiment

• Indeed, don’t show up to present to execs without experimental data

• Innovate through experimentation!

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Data and Attribution Experiments

Growth Surfaces

User State Models

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Instrumentation with User State Models

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Instrument the metrics that tell you if your users are healthy

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Healthy User Example

“Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.” — Stewart Butterfield, Slack Founder

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“Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.” — Stewart Butterfield, Slack Founder

Healthy User Example

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Healthy User Example

“Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.” — Stewart Butterfield, Slack Founder

@jaberant 43

Example Healthy User Metrics

Facebook

• Getting a user to 7 friends in 10 days

Dropbox

• Getting a new user to link a computer and add a file

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Metrics That Matter

Ask

• Do metrics indicated a user is healthy?

• What does to the metric have to be for user to retain more 90%+

• Which phase of the tornado (funnel)

Build

• User state models

• Healthy vs Unhealthy

• Specific to your user paths (tornados)

@jaberant45

User State Models Example

New

Casual Core

At Risk

45

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Some Common Engagement Metrics

• Logins past 30 days

• Days since last login

• User active minutes (UAM)

• Session length

• Session interval frequency

• How often user launches app

• App screens per session

• Interactions

• Posts

• Shares

• Views

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User State Models Example

Xd28s example (from Pinterest):

# of users Pinterest in past 28 days

• 4d28s+ = # of users that used Pinterest 4 or more days in last 28

Major categories

• Core = 14d28s+

• Casual = 4d28s+

• Marginal = <4d28

Example provided by Pinterest Eng Blog

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Days since last login

Logins in past 30

days

Healthy Users

At Risk: Focus

engagement experiments

here

Transitioning Out: Focus Resurrected

User Experience (RUX) experiments here

User State Models Example

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RUX while you can

User transitioning out are about to be churned users. Apply resurrection messaging & experiments to them before they leave while it is still much easier to reach them.

RUX is generally a subset - the best parts of - the NUX (New User Experience)

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User State Models Growth is all about the quality and quantity of the user base. User state models provide a way of measuring the quality.

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Data and Attribution Experiments

Growth Surfaces

User State Models

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Systematic & Repeatable

There’s really 3 main things #GrowthHacking does

1. See how users activate & engage

2. Get them to activate & engage more

3. Get them to share

@jaberant 53

Common Growth Surfaces

NUX RUX • The best parts of NUX Messaging • Email, Push, app updates Logged out/ unauthed user state • SEO • Signups Deeplinking (distribution) • App indexing Viral mechanism App store updates

@jaberant 54

B2B vs B2C

Some generalizations…

• Buyer’s Journey • B2B: long, multiple stakeholders involved, lots of research & due

diligence (RFPs anyone…) • B2C: quick, often one or only a few stakeholders

• Purchase drivers • B2B: logic, need, utility & ROI • B2C Emotion, materialism, with a side of logic

@jaberant 55

B2B #GrowthHacking

• B2B - Please to the head & the heart • Even B2B needs emotional trust • B2B needs to make the buyers(s) feel confident

• B2B needs to speak logically and emotionally to multiple different personae

• This is often a challenge • Must construct messaging/themes around multiple, sometimes

contrariety, pain points and needed value • Often very different places were you reach these different

persona

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B2B Growth Surfaces

• Some growth surfaces are particularly prevalent in B2B • Community • SDR & outbound calling

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B2B Growth Surfaces

• Community • B2B users naturally form communities

• Will fill the void and create a community where there is none • Once B2B users are bought in they love to share know-how

and experiences • Amazing potential for virality and on boarding success

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B2B Growth Surfaces

• SDR/ Outbound calling • Often significant channel to drive new sales, renewals and

upgrades • High volume activity • Ripe for experimentation

• Data • Value messaging • Call scrips • Email followup scripts

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Hacking Churn

No service is unsinkable without retention • Growth = New customers + (existing customers x engagement) • With existing users, goal is net negative churn

• If you lose X% of users/customers, make sure remaining customers more than make up for the difference

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Hacking Churn

To hack churn: • Start at top (of Tornados) • Educate users • Prove value immediately

• Get to “a-ha” moment • Move user to a healthy state

• First use • ABMUH

• Always Be Making Users Healthier • Find the UX breaking points

• Data, research, similar product experiences

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Confident Users are Healthy Users

Sustain user engagement by building user confidence

• For any user action or event

• Encourage beforehand

• Social proof

• Guides

• Show reduced risk

• Provide feedback

• Success messages

• Badges, metrics, rankings

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Confident Users are Healthy Users

• Give control

• Transparency

• Ability to correct errors or failures

• Make success easy to repeat

• Make success something that happen over and over again

• Encourage next steps

• Recommended next actions

• Prompts

• Remind users why they should use your product

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Recap

Marketing continues to evolve in conjunction with more and better data attributions

• #GrowthHacking is a framework for data driven marketing

• #GrowthHacking is:

Data and Attribution Experiments

Growth Surfaces

User State Models

@jaberant 64

Questions?

Josh Aberant: t.co/Josh @jaberant

SparkPost.com

@jaberant 65

Thank You!